Claire Backhouse

Freelance Consultant: Marketing Strategy

Level
Senior
Location
London, United Kingdom
Availability
Locked Pro Plan feature
Professions
-

Projects credited in

About me

I have over 17 years of international strategic marketing experience, both client and agency side. The majority of my experience is based in London where I worked for big brands PlayStation, Universal Pictures, Paramount Pictures and Red Bull among others. Most recently freelancing in Strategy & Consultancy with my own company in the UK. I returned to New Zealand last year in November and now head up Strategy for YoungShand, an agency based in Auckland. However, I am open to remote working during the current COVID-19 situation. Highlights client side; At Universal and Paramount I ran major ATL campaigns, including the likes of Fast and Furious 6 and Despicable Me. Whilst at PlayStation, I was in charge of PSP, with an annual budget of £20m across hardware and software launches, both ATL and BTL. At Red Bull I was responsible for the global roll out of Red Bull TV and at Turner I launched a youth US TV channel AdultSwim in 4 markets throughout EMEA. Highlights agency side; Being the key Content Strategist for FCB, working across all clients including Vodafone, ANZ & VW. Winning the £23M Homebase account at Atomic London. Working on Virgin Holidays, Mastercard & a wide variety of tech brands at Stereo and changing the world at Open Creates, a full service agency for the charity sector. Defining global strategy for Shell at Wunderman Thompson with an incredibly talented team in London. I consider myself to be a strong leader and have extensive experience managing teams which gives me the opportunity to do something I truly enjoy, mentoring, and developing a positive work environment. In my free time I love health and fitness as well as spending time with friends and family.

Locked Pro Plan feature

Skills

  • Marketing
  • Marketing Strategy
  • Social Media Marketing
  • Strategy
  • Project Management
  • Digital Marketing
  • Brand Marketing
  • Brand Management
  • Brand Strategy
  • Advertising

Companies I’ve worked with

  • BAFTA

    BAFTA

    • Film
  • Stereo

    Stereo

    • Design
  • Universal Pictures

    Universal Pictures

    • Film
  • T

    Turner Broadcasting

    Work history

    Currently

    Strategy Director

    YoungShand.

    Nov 2019
    • London, United Kingdom
    • Freelance

    Currently

    Freelance Strategy Consultant

    Stereo

    May 2019
    • London, United Kingdom
    • Freelance
    • Working to support creative with strategic insight across multiple clients including Virgin Atlantic.

    Currently

    Freelance Strategy Consultant

    Atomic London

    May 2019
    • London, United Kingdom
    • Freelance

    Currently

    Freelance Consultant

    BAFTA

    Sep 2018
    • London, United Kingdom
    • Freelance
    • At BAFTA I am consulting to build out their digital and social content teams and define their marketing strategy across awards, events and their various programs in the film industry. I will also feed into wider marketing brand strategy

    2019

    Freelance Global Senior Strategist

    Wunderman Thompson

    May 2019 - Nov 2019
    • London, United Kingdom
    • Freelance
    • Working on the global Shell account

    2019

    Freelance Strategist

    Open Creates

    Jan 2019 - May 2019
    • London, United Kingdom
    • Freelance
    • Working on clients such as UNICEF, the RSCPA, WWF, Concern, World Animal Protection and Comic Relief. I worked on high level strategy projects such as global launches. This included strategic discovery, client workshops, campaign strategy and customer journeys for these brands. This included oversight of the campaign implementation dealing with creative and working closely with the client services team. I also worked on multiple pitches to drive new business.

    2018

    Social and Digital Content Strategist

    FCB

    Jun 2017 - Apr 2018
    • Auckland, New Zealand
    • Freelance
    • For FCB I worked across key clients including VW, Audi, Vodafone and Air New Zealand developing high level digital and content strategies and plans for social media and other channels. This includes working closely with the integrated agency teams to deep dive into the business objectives of each client and tailoring a content and marketing strategy to best fit their needs. • The go-to Content Strategist for the agency with new trends, changes on social platforms and run regular workshops for agency and senior clients. • Overseeing all content strategy for key clients and social channel strategy. Pitching (and winning) major accounts for the agency. • Leading a team of 6 social media Account Directors and Managers to create social strategies, create content, create content calendars and post across all social media platforms. • Leveraging all the latest data sources, provide in depth reporting and insights for clients. • Ensure all our content produced in the production team has maximum chance of success and be a champion of content effectiveness.

    2017

    Red Bull TV Channel Marketing and Partnerships Manager UK

    Red Bull Media House

    Jul 2016 - May 2017
    • London, United Kingdom
    • Full Time
    • As the head of Red Bull TV marketing in the UK I was responsible for all growth and viewership of Red Bull TV content across all digital and commercial touchpoints. Red Bull TV is a channel with live events, action sports, new music and entertainment. This consists of VOD and original programming, created in Red Bull Media House and also acquired globally. It is available via web on Redbull.tv and via apps on IOS, Android, Apple TV, Amazon Fire TV, Chromecast and X-Box. • Overseeing all marketing campaigns and content strategy for the channel, including 360 marketing campaigns across all the media channels of Red Bull • Heading up all 3rd party partnerships with distribution partners such as Amazon, X-Box, PlayStation, Apple and mobile providers. • Creating and executing major commercial brand partnership opportunities with relevant partners in the UK for Red Bull TV i.e. GoPro • Defining the digital marketing strategy for Red Bull TV in the UK. Presenting this strategy to International Head office in Austria and the US. • Driving awareness and direct views via ATL campaigns with a heavy emphasis on digital, programmatic and social retargeting campaigns. • Aligning campaigns with social and editorial. RESULTS • Within 2 months, established marketing campaigns for RBTV programming with Amazon, Now TV, Sky, X-Box, GoPro and Uber. • September, October and November 2016 resulted in the highest view figures ever for RBTV due to marketing activation campaigns I implemented. • Devised new editorial and content strategy including duel viewing on RBTV and Facebook live.

    2016

    Senior Marketing and Partnerships Manager Adult Swim EMEA

    Turner Broadcasting

    Jul 2015 - Jul 2016
    • London, United Kingdom
    • Freelance
    • Adult Swim is the biggest linear TV channel in the US for 16-39 year olds with key content like Rick and Morty, Robot Chicken and Venture Brothers. I launched the channel digitally in the UK, Sweden and Germany, creating all brand guidelines, strategy and campaigns for the brand. • Key responsibility for defining the digital and linear content marketing strategy for the Adult Swim brand for Europe and the UK. Presenting this strategy to the Turner Executive board. • Increasing brand awareness and engagement across digital and social platforms for the brand. Including hiring and management of YouTube MCN and Social Media Managers for UK and Germany. • Designing and implementing all ATL campaigns for the brand, with focus on mobile and digital campaigns, tracking through to viewing and utilizing media ROI and Spotify data. • Engagement and collaboration with content partners marketing and programming teams such as Spotify, Facebook, Twitter, YouTube, Vine, SnapChat, Instagram. • Responsible for all agency pitching, recruitment and management. Including Creative, Media, digital and PR agencies. • Responsible for the brand campaign P&L. Evaluating the success and ROI of campaigns and making recommendations to improve future activity • Developing new 3rd party partnerships to drive content and brand messaging for Adult Swim including Spotify, Netflix. RESULTS • Over a 3-week mobile only campaign we saw a 500% weekly increase in new users and 715% increase in views versus the average weekly gains to the service since January. • On YouTube I grew the AdultSwimUK channel since November 2015 to 242K subscribers and 79 million views. 14m of these were in December through a Robot Chicken Star Wars mash up video strategy I implemented.

    2015

    Marketing Director

    The Box Plus Network

    Nov 2014 - Jul 2015
    • London, United Kingdom
    • Freelance
    • The Box Plus Network is the UK’s leading network of music TV channels in the UK, broadcasting 7 music channels; The Box, 4Music, Kiss, Kerrang, Magic, Smash Hits and Heat. It is jointly owned by Channel 4 and Bauer Media. 4Music is the UK’s biggest music channel. • Headed up a team of ten across Marketing, Digital, Insights and social. Determined strategic direction, hiring, goal setting and appraisals. During the contract, I hired a Social Media Manager, Web Producer and Insights Manager. • Reported directly to the Managing Director and to the board. • Lead the strategy and planning for marketing, insight and digital across the portfolio of brands. • Content management of all editorial content for 4music.com and the brand social channels. Including daily management of editorial content on the site. • Creation of Brand Guidelines and architecture documents for the portfolio of brands. • Using insights and commissioning research to inform strategy across content, commercial, programming and in house 4music production teams. • Devise the digital and social strategy to drive views for 4Music.com and increase dwell time. • Partnership marketing with Spotify, You Tube, Google, Shazam to unlock marketing cross promotion and media inventory. As well as managing promotional inventory from C4, E4 and Bauer.

    2014

    Senior Marketing Manager: TV and New Release

    Paramount Pictures

    May 2014 - Nov 2014
    • London, United Kingdom
    • Freelance
    •  Lead a team of 3 including New Release Product Manager and TV Product Manager and Marketing Co-ordinator.  Responsible for New Release and TV titles across physical and digital home media for the UK.  Deliver ATL campaigns – both media and creative planning and implementation.  Commercial forecasting – lead the development of volumetric forecasting, pricing proposals, digital window scenarios and P&L planning for key new release titles  Proactively lead key stakeholder relations – including internal sales and retail marketing teams, Theatrical Team, digital partners (I-Tunes), Paramount Home Media International (LA) and 3rd party licensors.  Lead external vendor relationships to develop new release title marketing activities – including PR, media, social media and promotions and prepare post campaign analysis on all key activities  Attended regular BVA meetings with senior stakeholders across the industry. MAJOR MARKETING CAMPAIGNS: Noah 2014, Transformers: Age of Extinction 2014. Hercules 2014. Teenage Mutant Ninja Turtles 2014. Twin Peaks Complete, Labor Day 2014, Rudderless 2014, Fading Gigalo 2014, Plastic 2014.

    2014

    MasterBrand Strategy Marketing Manager (Contract)

    Air New Zealand

    Nov 2013 - May 2014
    • Auckland, New Zealand
    • Freelance
    •  Developed and implemented the strategic direction of the Global Masterbrand for Air New Zealand encompassing all products and services  Brand Management of the new Masterbrand, including creation of key assets as part of the brand toolkit using internal and external design agencies.  Presented the brand architecture strategy to CEO and Senior Board Executive members

    2013

    UK Marketing Manager, Theatrical Releases.

    Universal Pictures

    Jul 2010 - Nov 2013
    • London, United Kingdom
    • Full Time
    •  Developed strategic direction and media/marketing planning for each theatrical release  Managed the media development, planning and creative implementation of tailored ATL and BTL marketing plans for designated Universal theatrical releases.  Management of budgets to hit specific Box Office targets with P and L responsibility  Management of marketing research projects with significant strategic and financial importance.  Lead a team including the head of publicity, trade-marketing manager, media brand promotions manager, digital marketing manager and UK sales team to ensure the strategic direction of each release is implemented to plan.  Strong knowledge of the digital marketing landscape, including owned, paid and earned media strategies for Universal film content and digital analysis.  Presented to senior internal and external stakeholders, including Directors and Producers.  Management of direct reports and marketing executives MAJOR FILM MARKETING CAMPAIGNS: Despicable Me October 2010, Barneys Version January 2011, Hop April 2011, SENNA June 2011, Jane Eyre 2011, Beginners 2011, The Lorax 2012, Contraband 2012, Wanderlust 2012, Marley 2012, The 5 Year Engagement 2012, Paranorman 2012, StepUp 4 2012, Savages 2012, Mama 2013, This is 40 2013, Zero Dark Thirty 2013, Identity Thief 2013, Fast and Furious 6 2013 RESULTS: Fast and Furious 6 broke UK Box Office records as Universals biggest opening weekend ever (8.7M) Despicable Me topped the UK Box Office for the weekend of launch and went on to gross £20m box office in the UK. SENNA was the 2nd highest grossing documentary of all time and the highest grossing UK documentary of all time. SCREEN International Marketing & Distribution Awards Winner 2011 UK PR Campaign of the Year and UK Best Documentary Release of the Year 2011

    2010

    UK Brand and Product Manager: PSP and PlayStation 3

    Sony Computer Entertainment Europe

    Sep 2006 - Jun 2010
    • London, United Kingdom
    • Full Time
    • • Development of brand strategy PS3 titles and implementation of ATL and BTL campaigns • Development of Brand Strategy and implementation of all UK Marketing Campaigns for PSP 2007/2008/2009/10. Including launch of key titles such as Gran Turismo and LittleBigPlanet. • Management of PSP Social media marketing through media channels Nickelodeon, Disney XD, Facebook, Bebo.com and YouTube.com • Implementing trade marketing activity in store and digitally across sales platforms. • Brand Partnerships with external stakeholders i.e. Harry Potter PSP game and Warners • Management of Marketing Assistant and Junior Product Manager MAJOR MARKETING CAMPAIGNS: LittleBigPlanet on the PS3 2008. Largest marketing spend of any SCEE PS3 title to date (£4 millions) and was one of the first User Generated Campaigns in the gaming industry.

    2006

    Brand Manager

    Cadbury

    Nov 2003 - Mar 2006
    • Auckland, New Zealand
    • Full Time
    •  Managed major advertising campaigns (ATL and BTL) and new product launches.  Created brand strategy for each product and implementing campaigns to strategy  Annual Brand Reviews to internal stakeholders and external sales teams  Managed New Product Development (NPD) from conception to launch and product updates, consumer research and launches • Managed Assistant Brand Manager Nov 2005- March 2006 • Managing all Barline Music, Sports and Youth Sponsorships for 2004/05/06 • Co-ordination of on pack promotions and 3rd party sponsorships including the All Blacks, Warner Brothers (Narnia).